The media’s role in educating, informing, entertaining and influencing public opinion in Nigeria has been more critical in recent times following the digital access where everyone and anyone can assume the role of a journalist. To enhance the capacity of journalists in this fast-paced digital era, British Council Nigeria hosted a Capacity Building Workshop for the Nigerian media at the weekend in Lagos.

The session featured thought leaders in the field of journalism, branding and digital marketing. Speaking on personal branding for journalists at the session, renowned marketing expert, Lampe Omoyele, mentioned the power of personal branding in differentiation and how vital it is in the global space. Drawing from his over 25 years personal experiences in marketing, spanning fast moving consumer goods, global brands and currently in advertising, Omoyele noted the need for journalists to build perceptions based on experiences people have with them.

Renowned journalist, Peter Ogbu Okwoche, a Senior Reporter with BBC in London, reminded journalists at the session of the power of collaboration globally. Before his career with BBC, Okwoche worked in print and radio media in Nigeria. He drew on his experiences with international collaborations, the attendant benefits and opportunities and how to build relationships with international media houses.

The influence of digital in how journalists operate and report news was also a key session at the workshop and was facilitated by the Managing Director, Wild Fusion Limited, Abasiama Idaraesit. Abass spoke on the wide opportunities available for journalists, tools available on the internet, and spoke on the value of search engine optimisation for enabling audiences discover good content.

Understanding the role of the media in managing sensitive content was also discussed at the session, facilitated by Lauratu Umar Abdusalam, communication specialist and Media Engagement Advisor, Palladium. Content was analysed from a gender and conflict-sensitive perspectives, where salient issues as they involve gender inequality and content of reports, as it affects conflict were discussed.

While speaking at the session on the reason the training was designed, Country Director, British Council Nigeria, Lucy Pearson, noted the huge role played by the media in Nigeria, saying, “As U.K.’s international organisation for cultural relations and educational opportunities, British Council Nigeria constantly seeks different ways of creating opportunities by providing platforms, where knowledge can be shared amongst key stakeholders. For us, this workshop is timely as we constantly seek to develop different sectors in the economy through capacity building initiatives and the media is one of such.”